Camilla is said to be focusing on growing the label, while Daniella Helayel, who retained 49 percent, will continue heading design.

Before Camilla came along, Daniella financed and ran the whole business by herself since it’s launch in 2003 – but now Kate Middleton has become a massive fan of the label and publicly wears her dresses on an almost daily basis, pressure has undoubtedly been put on the company.

But in a good way, of course.

“I looked at a lot of investors, and Camilla came with the best fit. She has the infrastructure behind her, she’s well connected, and she will open a lot of doors,” said Daniella.

The label also plan on launching an e-commerce site within the next month, alongside standalone stores in Britain and Daniella’s native country of Brazil, reports The Cut.